New Era's products including New York Yankees, Los Angeles Dodgers, Manchester United, NBA Brooklyn Nets, NBA Cleveland Cavaliers, NBA Chicago Bulls and NBA Miami Heat among others will be available on Jabong.

"The addition of the iconic brand New Era Cap will strengthen Jabong's existing strong portfolio of sportswear. I am excited that he (Sidharth Malhotra) is formally launching New Era on Jabong. I am sure that his passion for sports and fitness will truly resonate with our audience and give them a chance to experience the New Era products through Jabong," said Rahul Taneja, chief business officer, Jabong.

"It has been an incredible experience launching New Era Cap in India. I am confident that our association with Jabong will go a long way. With more than 350 million people between the age of 10 and 24, India has a growing fan base for a variety of sports such as basketball and football, who follow top global sporting leagues feverishly," said Paul Gils, vice president EMEA, New Era Cap.

"New Era caters to those discerning sports fans who want to get a more intimate experience with their favorite teams and it is pretty evident from this wonderful reception that India is ready to embrace the sports fashion trends that are sweeping the world over," added Gils.

The launch event was kicked off with an engagement activity, 'Tele connect with New Era Cap', which allowed the audience to open a gift box using their minds instead of their hands. The concentration level of the participants was tested using a mind reading headset and micro-controllers. Once their concentration levels reached a certain limit, the box opened on its own.

Jabong is known for bringing a multitude of sports and other iconic international brands in India. As one of India's top online fashion destinations with a focus on sports, Jabong also regularly engages with its youth-centric audience through its exclusive partnerships with top sporting events, said the company in a press release. (KD)

Fibre2Fashion News Desk – India